5 signs of a great leader

She looked around a little confused and said with a smile:” Oh, OK. I see what you’re doing. “

No... No, she didn’t.

Her facial expressions gave up what she was thinking: “Yeah, right... Guys.  Making fun of me here, he‘s testing me, maybe he wants to get the price lower or just playing around ….because I’m a woman.” That’s all she saw and looked offended.

She read the situation all wrong. None of it was as it seemed to her.

This moment, I still remember to this day as one of the most amazing examples of great leadership; happened after one of our sales meetings.

Our fine wine wholesale company’s owner Tom (himself an unmatched wine expert) together with our wine director (think walking encyclopedia of knowledge, experience, and super-palate) was meeting one of the new vendors. She brought in samples of her wines, convincing Tom to add them to our portfolio.

Illustrative picture - one of the best perks of my wine salesman job - tasting with the wine-loving crowd 

As they tasted her wines and discussed prices at the back of the meeting room, a bunch of us, salespeople, were leaving after our Friday's sales meeting. Tom stopped two of the most experienced guys from the team – and asked them to taste the wines too.

Don’t get me wrong, I could imagine how it felt to her – she felt overpowered, surrounded by people criticizing the wine she was trying to sell (and probably passionate about).  I can see how she would feel uncomfortable with more people stepping into negotiations. More opinions meant fewer chances to persuade and convince the buyer.

Did Tom make this gesture to make her feel small? Hardly.

This guy didn’t play games. He was (and still is) one of the most respected leaders in the wine business. Firm and serious about his decisions. As the owner of the company, Tom hated sitting beyond his corner office desk – he was much rather spending his time on the road, dealing directly with clients.

Just as he did when his father built this company. Tom had a personal relationship with those clients (and with most of our vendors) for years. He was more than familiar with the market he was dealing with. He didn’t really need a second opinion by another salesman. There was no one in that company with a better gut feeling, knowledge, experience in the field, and supreme taste for exquisite wines and their value. Our unique position on the market and our portfolio was a result of years of his superb judgment.

One of the first wine dinners Tom graciously offered to host for me (knowing well I had no idea what I was doing when I first started at the company)

Every winery wanted us to sell their wines and we surely weren’t looking for mediocre wines. Our portfolio was carefully crafted for years by Tom and his team with patience and great personal relationships. Most products were exclusive to us. Any addition to that portfolio was weighed and considered with caution.

Tom didn’t even need an opinion of our wine director, himself a highly respected expert. But he asked for it because he was running a company, not a small bar. He valued the opinion of the key people he surrounded himself with.

He knew that commitment to a new product also means taking a chance on the reliability of that vendor. Will the quality stay the same over every vintage? Is the supply going to be consistent when his salesmen place it on the restaurant’s wine list? How flexible are they when responding to emergencies? How will they deal with returns or "out of stock" situation? Once he puts his name on it, will they deliver?

So I saw that exchange completely differently than the offended vendor.

Asking his top salespeople to join in on the decision making - I saw FIVE things Tom did brilliantly:

1. Despite how the vendor felt, she was shown respect by the company considering her wines carefully. Seeking opinions of others (who will actually be selling it) instead of telling her off the bat that he’s not interested based on his own opinion only. She traveled to meet with the buyer and he also matched her with those who’ll have to sell her product
   
   
2. He did put his ego aside when it came to a serious, long term addition to the company portfolio. If he said yes, he’s also making a commitment to the vendor that those wines will sell in certain amounts for years to come  
   
   
3. Tom was a visionary leader by inviting his best sales talents to participate in the decision making he could very well make on his own. He knew that our clients are diverse and each of us salesmen deals with unique circumstances in our own parts of the state –so he was making sure it’s a product MOST of us can sell
   
   
4. He asked them for their opinion based on their own knowledge and experience with the market - as they were dealing directly with the end consumer and knew first hand if it would sell at the price point offered. That additional input helped formed his final decision
   
   
5. He made his top salespeople feel respected. That one gesture was letting them know their opinions matter and they’re heard. If they answered YES, it was also a commitment from them to sell it. After all, they participated in a decision to bring it in.

She would have known that, had she done a little research about the firm and the owner beforehand. She would have known whom she was dealing with. 

Instead of being offended, she could have been proud that her wines called for such serious consideration. She would have been in a much better mindset, and probably able to sell much easier.

Watching Tom being Tom made me a better salesman, a better leader. I'm forever grateful. 

Catching up years after Tom sold the company and retired... we had a fun breakfast at the diner in Florida 

The only difference between the first picture (2003) and the last one (2020) Tom noticed was: "Oh boy, I haven't have worn a tie for ages now!" Other than that, everything is exactly the same!!!!

P.S. The top of my today's blog picture isn't a coincidence either. It;'s a memory from my Spain trip I treasure. I had the opportunity to taste incredible wines with one of the most admired, accomplished winemakers in Rioja, Marcus Eguren. I proudly sold his portfolio of wines in the United States.  His wines are still among my personal favorites. Marcus is one of the most inspirational leaders in the wine business, a pioneer in his field and his wines are truly exceptional.